Build a landing page that converts

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POSTED ON 28th August 2015

A landing page is generally your first and only opportunity to make a good first impression with your potential customer. This is why it’s important that when your visitor clicks your ad campaign to your landing page, or from your landing page to your main site, the transition should feel seamless. Your landing page should likewise be optimised to increase the chance of converting your visitors into customers.

If you are new to landing page design or you’re trying to improve your landing page experience, use the following guide questions in creating a landing page that converts:

1. Is your landing page branded with your company or product logo? It’s important to include a logo that the visitors can associate with your company or product(s). Others would suggest to keep the logo front and center. But I think it really doesn’t matter where you put it as long as it’s clearly visible to the visitor. It doesn’t have to be the focal point of the page because it might overshadow the rest of the content. The purpose of the logo is for brand awareness and trust-building. If visitors know where they are and who’s providing the content, they’d feel safe and would likely engage or make a purchase.

edx landing pages

edx - landing pages

2. Does your landing page show the same image or message as the one used in your marketing campaign? Let’s put it this way: if you are told you’re going to get useful tips on blogging but you’re redirected to a homepage instead of the actual blog, wouldn’t you be annoyed? Always provide continuity between the messaging which led the visitor to click. Most visitors are impatient and will leave your page within a few seconds if they don’t find what brought them there in the first place. So if you showed them a red handbag in your ads, make sure it’s what they’ll find in your landing page, complete with all the information they need about the product – and don’t forget the purchase button. Also, never use misleading or deceptive ads to lure people to your site. They might not trust your company again when they run across your other marketing campaigns.

red bag - landing pages

3. Do you have a call-to-action (CTA) which spells out exactly what the audience should do? Your CTA should exactly say what you want your visitors or buyers to do once they land on your website. There are no hard and fast rules for the perfect CTA design, just make sure you have one – or more, if necessary. If you must include more than one CTA, make they’re clear and spread out a little bit so your visitors won’t be confused.

images - landing pages

4. Do you have a lead capture form? This is one of the most important parts of your landing page. A short form asking for the visitor’s email address is a great strategy to keep in contact with your visitors for future offers or updates. To do this right, make sure your offer is good enough for your visitors to happily hand over their info. It’s best not to ask for too much information on the form, only the most important.

capture form - landing pages

5. Are you making your visitors feel secure? Customers expect you to provide not only convenient but also secure online transactions. Be sure to include security seals or transaction safety seals to your landing page to give your visitors peace of mind. If you have a tracking system which allows customers to track packages, display it in your landing page. Another thing that you could do is to highlight your company’s partnerships, reviews or testimonies from past customers, and maybe even some mentions in the news. All these will make your visitors feel they’re making the right choice and give them reason to explore your website further or make a purchase.

security - landing pages

For those who want to work on their own landing page but have little or no design skills, you can use some cool landing page creation tools like Leadpages and Instapage. These tools offer a step by step process of creating a landing page which are very easy to follow.

After you have designed the perfect landing page, be sure to continuously A/B test different elements of your landing page and make adjustments to further enhance user experience.

If you need more assistance with your landing page, contact us.

 

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Katrina understood the needs of our Centre and her suggestions completely fitted with our identity and our values. Katrina has worked incredibly hard for us and has not let our overall goals slip from view even for a second. I am continually impressed by Katrina‘s skill and expertise. Katrina has done an incredible job of the development of our promotional materials and has done so under difficult circumstances. The research allowed us a better understanding of why our Centre is valued.

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